Construction And Empirical Study On The Evaluation System Of Red Tourism Resources Utility Value Based On Visitors

The red tourism has been heating up,which has driven the rapid economic development of the red tourist destinations,especially the old revolutionary areas,and helped the development of strategies such as poverty alleviation and rural revitalization.Research on red resources has attracted wide attention..In view of the long-term confusion between the concept of red resources and red tourism resources,the connotation of the concept of red tourism resources is officially defined,that is,red tourism resources can be defined as historical relics and spiritual and cultural traditions left by the revolutionary war and socialist construction led by the Communist Party of China,which are attractive to people and can be used in tourism development.From the perspective of tourists,this paper introduces the theory of utility value to define the connotation of the utility value of red tourism resources,and puts forward four influential dimensions of the utility value of red tourism resources:material heritage factors,intangible heritage factors,social emotional factors,resources and environment factors.It also defines the uniqueness and scarcity,richness,artistic appreciation,historical and cultural value and cognitive education value.To construct a complete evaluation index system for the utility value of red tourism resources,12 observation indicators of research value,interpersonal emotional factors,social and spiritual factors,cultural atmosphere factors,recreational environment,natural environment and recreational environment were investigated.Based on the evaluation index system of the utility value of red tourism resources,a questionnaire was developed,and Ruijin in Jiangxi Province was taken as an example for empirical study.Structural equation model analysis software Amosand SPSS were used to carry out empirical analysis and hypothesis test on the data.The main conclusions are as follows: material heritage factors,intangible heritage factors,social emotional factors,resources and environment factors are red tourism resources.Four aspects of utility value structure model.Social emotional factors have the greatest impact on the utility value of red tourism resources;resources and environment factors have a greater impact on the utility value of red tourism resources;material heritage factors have a smaller impact on the utility value of red tourism resources;intangible heritage factors have the least impact on the utility value of red tourism resources.According to the conclusion of empirical analysis,this paper puts forward countermeasures for the further development of Ruijin Red Tourism: inheriting red genes and rejuvenating red emotions;improving top-level design and optimizing resources and environment;telling red stories lively,inspiring resource vitality;excavating non-legacy factors,developing red cultural innovation products;integrating resources clearly,making a good start of the “Red Capital” brand,in order to optimize the development and utilization of Ruijin red tourism resources to provide ideas for reference.